Definition
What is CTR (click-through rate)?
CTR (click-through rate) is the proportion of people who click on an ad or a search result among those who saw it. It is calculated by dividing clicks by impressions. CTR measures what happens before the visitor reaches the site: it tells you whether the message attracts, not whether it attracts the right people.
Where CTR is reported
CTR appears in every advertising platform. It is also reported in Search Console, where it measures the share of displays in Google that led to a visit.
Because it is calculated from impressions, CTR inherits their errors. Google acknowledged that Search Console had overstated impressions from May 13, 2025 to April 27, 2026. After the correction, click-through rate seemed to improve overnight without anything changing in the results.
CTR in Google Ads
On Google Ads, expected click-through rate is one of the three components of Quality Score, along with ad relevance and landing page experience. A better Quality Score lowers the cost per click at an equal position. CTR therefore affects the price you pay, not only the volume of visits.
Why a high CTR can be costly
A high CTR on an ad that attracts the wrong people costs money instead of bringing it in: every click is paid for, whether it leads to a sale or not. An ad that clearly states the area served or the type of customer targeted can lower CTR and raise sales. CTR is therefore always read with the conversion rate that follows it.
In organic search, AI-generated summaries also weigh on CTR. The Pew Research Center measured an 8% click-through rate when a summary is present, against 15% without one.
CTR = (clicks ÷ impressions) × 100
CTR connects CPM to CPC: CPC = CPM ÷ (1,000 × CTR), with CTR written as a decimal (2% = 0.02).
A Google Ads ad is displayed 4,000 times and receives 120 clicks: its CTR is 3%. A second ad, which states the area served, receives 60 clicks on the same number of displays (1.5%). If the first produces 2 enquiries and the second 3, the second is the better ad despite a CTR half as high.
We rank CTR among the secondary indicators: it only counts if it produces leads and sales. We use it for diagnosis. A low CTR signals a gap between the query and the ad. A high CTR followed by a low conversion rate signals a gap between the ad and the landing page.
We compare CTR within the same account, ad against ad. An industry average says nothing about your ad.
Not to be confused with
- Conversion rate
- CTR measures what happens before the visitor reaches the site: the click. Conversion rate measures what happens after: the enquiry, the purchase.
- Quality Score
- Quality Score is a rating from 1 to 10 given by Google. Expected click-through rate is only one of its three components.
Related concepts
Further reading
- Google Ads: structure, exclude, measure
- Good conversion rate: what it is, and for which type of site
- Google AI Overviews: how do they affect your website traffic?
- Tags and structured data: what Google actually shows
- Your impressions dropped in Search Console: it is a Google correction
Related services
Frequently asked questions
What is a good click-through rate?
A good CTR depends on the platform, the format and the query. It is judged by comparing your ads with each other, then by the sales produced.
Why did my CTR change in Search Console?
A Google correction to impressions, an AI summary appearing on your queries or a new title shown in the results can all move it. Clicks remain the most stable reference for comparing two periods.
